BM Daniel – typeface for Baemin Vietnam

Chi-An Benjamin De Leo

BM Daniel is a custom typeface developed for Baemin, Vietnam’s boldest food delivery brand. BM Daniel was designed with the Vietnamese alphabet in mind. In order to accommodate the brands larger than life personality, the typeface squeezes diacritics within a set cap-height, allowing the characters to stack and headlines to shout, without disrupting readability. The result is a set of characters that are so full of personality, the typeface alone is the visual identity for the Baemin brand.

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    Chi-An Benjamin De Leo, Vietnam (2019)

    A true multicultural individual, with an Italian father and French-Vietnamese mother, Chi-An speaks 4 languages and has lived in 5 countries including a major stint of 10 years in the UK. Chi-An worked...

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    BM Daniel is a custom typeface developed for Baemin, Vietnam’s boldest food delivery brand. BM Daniel was designed with the Vietnamese alphabet in mind. In order to accommodate the brands larger than life personality, the typeface squeezes diacritics within a set cap-height, allowing the characters to stack and headlines to shout, without disrupting readability. The result is a set of characters that are so full of personality, the typeface alone is the visual identity for the Baemin brand.

    • Client:

    • Baemin Vietnam
    • Sector:

    • Countries:

    • Disciplines:

    • Details:

    • Advertising
    • Logo
    • Marketing
    • Poster
    • Typeface
    Chi-An Benjamin De Leo, Vietnam (2019)

      A true multicultural individual, with an Italian father and French-Vietnamese mother, Chi-An speaks 4 languages and has lived in 5 countries including a major stint of 10 years in the UK. Chi-An worked at Lowe Vietnam and helped them create a branding division. After a few years in Advertising, Chi-An moved into Branding & Design and co- founded Rice Creative in 2011.

      Having won multiple international awards with Rice, such as Red Dot, Pentawards, A’Design, Graphis, The Dieline, and Type Directors Club to name a few, Chi-An has been invited to judge several international design awards such as The Dieline Awards, Core 77 Awards and one of the worlds most renowned creative awards in London, D&AD where he sat as part of the Branding Jury together with the creative directors of Apple & Moving Brands, judging some of the best work the world had to offer.

      Agencies

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      Other Professional Activities

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      • Jury - The Dieline

        2018 – 2018

      • Jury - Core 77

        2018 – 2018

      • Jury - D&AD

        2015 – 2015